This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.
Whether you’re leading a bootstrapped tech startup or overseeing a significant organizational expansion in your B2B company, the right marketing strategy can make all the difference. When executed effectively, businesses that focus on solutions and products for other businesses can expect their marketing efforts to increase brand recognition, market exposure, demand creation, lead generation and sales.
That’s why, as companies begin to emerge from the pandemic, many are placing a renewed emphasis on marketing and advertising to optimize their competitive positioning as customer spending rebounds. It’s estimated that companies will increase advertising spending by more than 15% this year, often directing those resources to digital efforts.
At the same time, B2B marketing isn’t a magic bullet. It can’t solve every problem, and its impact can be limited, especially when deployed in a haphazard or incongruous way. This is particularly true for small- and medium-sized businesses (SMBs) in the B2B sector, which often lack the financial and personnel resources of their corporate counterparts.